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1、INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E INTANGIBLE CULTURAL HERITAGE方有戲過(guò)非年?yáng)|2 20 02 25 5遺大廟趣游園年趣非遺非遺市集非遺大戲INTANGIBLECULTURALHERITAG2、ECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 是誰(shuí)狠狠的驕傲住了！春節(jié)申遺成功2025蛇年，我們迎來(lái)了第一個(gè)世界非遺版春節(jié)！隨著【春節(jié)】的申遺成功，歷史悠久的中國(guó)節(jié)日得到了全世界的認(rèn)可！非 遺 過(guò) 大 年【春節(jié)】是刻在每個(gè)中國(guó)人DNA里的儀式感INTANGIBLECULTUR3、ALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 這個(gè)春節(jié)，含【非】濃度超標(biāo)，用非遺拉滿年味儀式感。將千年【非遺】文化煥活，以傳統(tǒng)民俗為底蘊(yùn)，結(jié)合蛇年元素，遇見(jiàn)最傳統(tǒng)的中國(guó)年。CHINA-CHIC非 遺INTANGIBLECULTURALHERITAGECELE4、BRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東 方 有 戲CHINA-CHICCHINESENEWYEAR2025東方有戲非遺成為年輕人的硬核愛(ài)好以【非遺過(guò)大年】為主題，用廟趣游園、非遺手作、非遺市集、非遺大戲等活動(dòng)玩法還原中國(guó)年應(yīng)有的東方腔調(diào)，打造一場(chǎng)更有文化底蘊(yùn)的新年活動(dòng)。INT5、ANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 一.活 動(dòng) 概 述二.活 動(dòng) 規(guī) 劃三.宣 傳 策 略四.執(zhí) 行 細(xì) 則非 遺HAPPYNEWYEARHAPPYNEWYEARINTANGIBLECULTURALHERITAGECELE6、BRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E CHINA活動(dòng)概述第壹章非 遺過(guò) 大 年?yáng)| 方 有 戲-非 遺 過(guò) 大 年CHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTUR7、ALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 非遺過(guò)大年C H I N E S E N E W Y E A R遺 起 趕 個(gè) 年 集非 遺 廟 趣 游 園非遺民俗年趣東 方 非 遺 大 戲時(shí)間：2025【元旦/小年/春節(jié)】地點(diǎn)：地產(chǎn)項(xiàng)目/商業(yè)中心/文旅景區(qū)CHINESENEWYEAR2025東 方 有 戲INTANGIBLECULTURALHERITAGECEL8、EBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 打造年輕化的廟趣游園場(chǎng)景。設(shè)置游園集章打卡點(diǎn)，通過(guò)互動(dòng)打卡和廟趣游戲的設(shè)置還原地道中國(guó)年。2025東 方 有 戲C H I N A-C H I C非遺廟趣游園CHINESENEWYEARPAER01INTANGIBLECULTURALHE9、RITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 體驗(yàn)極致的東方美學(xué)，打卡七款不同的非遺手作，用“指間技藝”連通過(guò)去，感受別具匠心的“慢時(shí)尚”。2025東 方 有 戲C H I N A-C H I C非遺民俗年趣CHINESENEWYEARPAER02INTANGIBL10、ECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 非遺年集讓東方美學(xué)在市集中流動(dòng)起來(lái)，市集售賣(mài)非遺手作、古韻風(fēng)物、非遺小食、國(guó)潮文創(chuàng)等。2025東 方 有 戲C H I N A-C H I C遺起趕個(gè)年集CHINESENEWYEARPAER02IN11、TANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 華燈初上，夜色闌珊，看一場(chǎng)東方大戲。高蹺、京劇、魚(yú)燈夜游、打鐵花，感受這流轉(zhuǎn)千年的文化盛宴。2025東 方 有 戲C H I N A-C H I C東方非遺大戲CHINESENEWYE12、ARPAER02INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E I IN NT TA AN NG GI IB BL LE E C CU UL LT TU UR RA AL LH HE ER RI IT TA AG GE E01提13、升項(xiàng)目知名度結(jié)合蛇年?duì)I銷(xiāo)節(jié)點(diǎn)和非遺申遺熱門(mén)話題定制活動(dòng)，制造大量活動(dòng)話題，從而提升項(xiàng)目知名度。02增強(qiáng)客群粘性融合年輕化客群偏愛(ài)的活動(dòng)元素，用玩法多樣的活動(dòng)“拿捏”年輕人的喜好，增強(qiáng)客群粘性。03促進(jìn)銷(xiāo)售轉(zhuǎn)化借勢(shì)活動(dòng)熱度為項(xiàng)目聚集人氣進(jìn)行銷(xiāo)售轉(zhuǎn)化。INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L 14、E C U L T U R A L H E R I T A G E CHINA活動(dòng)規(guī)劃非 遺第貳章過(guò) 大 年?yáng)| 方 有 戲-非 遺 過(guò) 大 年CHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E SNAKE15、東方有戲非遺過(guò)大年INTANGIBLECULTURALHERITAGEC H I N E S E N E W Y E A R非 遺 廟 趣 游 園廟趣游園民俗年趣非遺市集非遺大戲INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 定16、制【非遺過(guò)大年】主題打卡點(diǎn)，客戶入場(chǎng)完成活動(dòng)打卡，即可領(lǐng)取游園集章卡一張。游園集齊6個(gè)打卡點(diǎn)的印章，至兌換處可領(lǐng)取新年非遺文創(chuàng)禮一份。游園集章東方有戲CHINESE NEW YEAR INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G 17、E 東方有戲東方有戲CHINESE NEW YEAR 隨著時(shí)代的發(fā)展，新年再也沒(méi)有當(dāng)年手寫(xiě)的“墨香”。親手為新年畫(huà)個(gè)福字，在一筆一劃間，將祝福落于筆尖，期許所有愿望都能實(shí)現(xiàn)。打卡 畫(huà) 蛇 添 福INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T18、 A G E 東方有戲CHINESE NEW YEAR 滿是年味的廟會(huì)長(zhǎng)廊，結(jié)合新年喜慶氛圍設(shè)計(jì)以【蛇】元素為主題的氛圍包裝。采用紅金色系搭配，用新年祝福詞環(huán)繞以及花燈開(kāi)運(yùn)長(zhǎng)廊讓每一個(gè)場(chǎng)景都充滿年味。蛇 來(lái) 運(yùn) 轉(zhuǎn) 千 燈 祈 福INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T19、 U R A L H E R I T A G E 全網(wǎng)征集新年愿望，定制金蛇新年上上簽，隨機(jī)抽取一支蛇年上上簽，給新年加億點(diǎn)好運(yùn)。發(fā)財(cái)+1、桃花+1、發(fā)量+1。打卡-蛇年上上簽C H I N E S E N E W Y E A RINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T20、 U R A L H E R I T A G E 打卡 好 運(yùn) 纏 身肆意灑脫的書(shū)墨書(shū)寫(xiě)著關(guān)于新年的美好希冀，行走在巨型春聯(lián)步道中體會(huì)那抹中國(guó)紅溢出的新年喜氣！INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 射箭是一項(xiàng)古老的技藝21、。在一箭一失中，體會(huì)古人的休閑樂(lè)趣。規(guī)則：每次射10支箭，射中環(huán)數(shù)對(duì)應(yīng)不同文創(chuàng)禮。非 遺廟趣游戲INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 定制財(cái)源滾滾小游戲。拿著小小的竹桿釣起紅色錦鯉。在規(guī)定時(shí)間內(nèi)釣到8個(gè)錦鯉即可獲得新年22、文創(chuàng)禮一份。廟趣游戲財(cái)源滾滾東方有戲CHINESE NEW YEAR INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E SNAKE東方有戲非遺過(guò)大年INTANGIBLECULTURALHERITAGEC H I N E S E N23、 E W Y E A R非 遺 民 俗 年 趣廟趣游園民俗年趣非遺市集非遺大戲INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 守 藝 人 非 遺 技 藝 展東方有戲CHINESE NEW YEAR 一勺融化的糖稀在手中可繪出千變24、萬(wàn)化的畫(huà)作。邀請(qǐng)非遺傳承人現(xiàn)場(chǎng)展示吹糖人、捏面人等技藝。用一場(chǎng)非遺盛宴讓客戶感受文化傳承之美。INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東方有戲東方有戲CHINESE NEW YEAR 雕版拓印以傳統(tǒng)的木刻版為基礎(chǔ)，通過(guò)精25、湛的技藝將畫(huà)面拓印在紙上，形成具有濃厚民間氣息的年畫(huà)作品。DAY01非遺雕版拓印INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 非遺DAY02剪紙剪紙，一門(mén)古老而神奇的藝術(shù)，以心為筆，以剪為墨，一張薄紙、一把剪刀，便能創(chuàng)造出一個(gè)26、絢麗多彩的世界。INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 非遺漆燈，不僅是一種傳統(tǒng)工藝，更是一種文化的傳承。色彩或?qū)庫(kù)o或熱烈。每一個(gè)盞漆燈都如一幅獨(dú)特的風(fēng)景畫(huà)。DAY03非 遺 漆 燈東方有戲CHINESE NEW YEA27、R INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 香牌是中國(guó)古老文化的一種傳承，以天然香料和草本植物火為原料，經(jīng)過(guò)精心研磨、混合、壓制，成型為一塊香牌，是古代人的【固體香水】DAY04非遺香牌C H I N E S E N E28、 W Y E A RINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東方有戲CHINESE NEW YEAR 蘊(yùn)藏著吉祥美好心愿的非遺燈籠在手藝人的堅(jiān)持下傳承至今。親手編一個(gè)竹編燈籠為家掛上一份祝福吧。DAY05非 遺 燈 籠I29、NTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 螺鈿我國(guó)非物質(zhì)文化遺產(chǎn)中閃耀的明珠。是一種細(xì)膩而獨(dú)特的藝術(shù)形式。以螺殼、貝為原料，是美麗與工藝的精湛完美結(jié)合。非 遺螺鈿DAY06胸針I(yè)NTANGIBLECULTURALHERITA30、GECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東方有戲CHINESE NEW YEAR 一把刻刀，刻的是中國(guó)民間的傳統(tǒng)藝術(shù)。一張皮影，演的是生活百態(tài)和歷史溫情。親手雕刻上色一張皮影，近距離感受非遺民俗的魅力。DAY07非 遺 皮 影INTANGIBLECULTURALHER31、ITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E SNAKE東方有戲非遺過(guò)大年INTANGIBLECULTURALHERITAGEC H I N E S E N E W Y E A R遺 起 趕 個(gè) 年 集廟趣游園民俗年趣非遺市集非遺大戲INTANGIBLECULTURA32、LHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東方有戲遺 起 趕 集 市 集 規(guī) 劃東方有戲CHINESE NEW YEAR 非遺文創(chuàng)新年集，讓東方美學(xué)在市集中流動(dòng)起來(lái)，市集售賣(mài)非遺手作、古韻風(fēng)物、非遺小食、國(guó)潮文創(chuàng)等。INTANGIBLECULTURALHE33、RITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東方有戲CHINESE NEW YEAR 給傳統(tǒng)年貨加點(diǎn)時(shí)尚。新青年潮流對(duì)聯(lián)、福字掛件、擺件、新年花束等潮趣年貨。讓極致的東方美學(xué)煥發(fā)新生。非 遺 文 創(chuàng) 年 貨INTANGIBLECULTURALHERITAGECEL34、EBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東方有戲CHINESE NEW YEAR 古法梨膏糖、宜賓燃面、廣安鹽皮蛋等非遺地道美食，還原純正家鄉(xiāng)味道。用各地的特色美食滿足客戶多元化需求。舌 尖 上 的 非 遺INTANGIBLECULTURALHERITAGECELEBRATES35、THECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 竹 編燈 籠糖 人面 人感受極致的東方美學(xué)，竹編燈籠、糖人面人、非遺漆扇、扎染技藝等，有文化底蘊(yùn)的非遺文創(chuàng)手作。感受傳統(tǒng)手工的魅力，這份獨(dú)屬于中國(guó)人的時(shí)光手作。非 遺 文 創(chuàng) 手 作C H I N E S E N E W Y E A R非 遺漆 扇IN36、TANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 地道新年味道人間煙火處，年味漸濃時(shí)。市集售賣(mài)各地的年味小吃。糖葫蘆、驢打滾、新疆肉串、北京爆肚等還原純正家鄉(xiāng)味道。INTANGIBLECULTURALHERITAGECELEBRATE37、STHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東方有戲東方有戲CHINESE NEW YEAR 玄學(xué)是年輕人新的精神寄托，左手戴貔貅，右手敲木魚(yú)。玄學(xué)成為了更適合中國(guó)寶寶的解壓大法。東 方 玄 學(xué) 小 卦 攤INTANGIBLECULTURALHERITAGECELEBRATESTHECHINE38、SENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E SNAKE東方有戲非遺過(guò)大年INTANGIBLECULTURALHERITAGEC H I N E S E N E W Y E A R東 方 非 遺 大 戲廟趣游園民俗年趣非遺市集非遺大戲INTANGIBLECULTURALHERITAGECELEBRATESTHEC39、HINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東方大戲國(guó)風(fēng)古韻戲劇風(fēng)格舞美設(shè)計(jì)。進(jìn)行一場(chǎng)獨(dú)具東方韻味的國(guó)風(fēng)民俗表演，讓“曲高和寡”與時(shí)代潮流碰撞。過(guò)地道中國(guó)年。INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHE40、RITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 踩高蹺是一種古老的民間表演藝術(shù)，表演者伴著鼓聲鑼聲有節(jié)奏的行走在人群中。將喜慶的節(jié)日氣氛帶給現(xiàn)場(chǎng)的每一個(gè)角落。高 蹺 巡 游 表 演C H I N E S E N E W Y E A RINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURA41、LHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東方有戲CHINESE NEW YEAR 近距離感受?chē)?guó)粹的魅力。傳統(tǒng)變臉+噴火表演，濃郁的國(guó)風(fēng)特色和精湛的表演，演繹傳統(tǒng)的東方大戲。國(guó) 粹 京 劇 表 演INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELE42、BRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 國(guó)風(fēng)定制版歌舞，國(guó)風(fēng)舞蹈與古琴音碰撞，演繹江山明月。翩翩起舞賦美雅韻東方！讓東方的千年傳承在新時(shí)代“流動(dòng)”起來(lái)非 遺東方古樂(lè)坊INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N 43、T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 東方有戲CHINESE NEW YEAR 嬉魚(yú)燈是一種具有深厚文化內(nèi)涵和歷史底蘊(yùn)的民俗活動(dòng)。魚(yú)燈夜游祈求平安順?biāo)臁Ｐ凶咂溟g，感受流淌千年的文化。魚(yú) 燈 夜 游 祈 福INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G44、 I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 鐵樹(shù)銀花落，萬(wàn)點(diǎn)星辰開(kāi)。揮手之間，滿眼皆是璀璨星河。近距離觀看一場(chǎng)打鐵花表演，感受中國(guó)人的獨(dú)有浪漫！非 遺非遺打鐵花INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I45、 T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E CHINA宣傳策略非 遺第叁章過(guò) 大 年?yáng)| 方 有 戲-非 遺 過(guò) 大 年CHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U 46、R A L H E R I T A G E 活 動(dòng) 預(yù) 熱 海 報(bào)東方有戲CHINESE NEW YEAR 宣傳周期活動(dòng)前3-4周推廣平臺(tái)微博、小紅書(shū)、朋友圈等平臺(tái)宣傳內(nèi)容定制海報(bào)，融入非遺+蛇年元素以及項(xiàng)目信息，發(fā)布于社交平臺(tái)。INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T47、 U R A L H E R I T A G E 東方有戲東方有戲CHINESE NEW YEAR 定制#非遺里的中國(guó)年#等活動(dòng)熱門(mén)預(yù)熱話題，在社交媒體引發(fā)客群互動(dòng)傳播，為活動(dòng)實(shí)現(xiàn)預(yù)熱引流。活 動(dòng) 預(yù) 熱 話 題INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L 48、H E R I T A G E 宣傳周期活動(dòng)前1-2周推廣平臺(tái)抖音、B站、小紅書(shū)等推廣內(nèi)容拍攝活動(dòng)預(yù)熱視頻發(fā)布于社交平臺(tái)，提升活動(dòng)熱度。非 遺預(yù)熱視頻INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 新年祈福車(chē)出街，打卡5個(gè)集章點(diǎn)49、獲取蓋章。分享圖文信息并帶活動(dòng)話題到社交平臺(tái)即可獲得非遺新年文創(chuàng)一份。新 年 祈 福 集 章東方有戲CHINESE NEW YEAR INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 活動(dòng)話題發(fā)酵發(fā)布活動(dòng)倒計(jì)時(shí)海報(bào)，融入活動(dòng)場(chǎng)景。50、在社交平臺(tái)發(fā)布活動(dòng)信息帶話題#非遺過(guò)大年#。通過(guò)話題傳播預(yù)熱活動(dòng)。INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E CHINA執(zhí)行細(xì)則非 遺第肆章過(guò) 大 年?yáng)| 方 有 戲-非 遺 過(guò) 大 年CHINESENEWYEARINTANG51、IBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 成 立 活 動(dòng) 項(xiàng) 目 組東方有戲CHINESE NEW YEAR 1.指定人員負(fù)責(zé)項(xiàng)目的溝通工作統(tǒng)籌。2.根據(jù)工作內(nèi)容細(xì)化分項(xiàng)工作組。3.安排定期會(huì)議以及臨時(shí)情況特殊會(huì)議溝通活動(dòng)進(jìn)度，確保活52、動(dòng)順利進(jìn)行。INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 場(chǎng) 地 搭 建 管 理東方有戲CHINESE NEW YEAR 1.明確活動(dòng)場(chǎng)地的使用情況，包含電量負(fù)荷、提供電源的接口位置、走線位置等。2.活動(dòng)開(kāi)始前必須檢查各種硬件53、設(shè)施保證活動(dòng)順利進(jìn)行。3.彩排測(cè)試音響、燈光、大屏等活動(dòng)設(shè)備。INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 活 動(dòng) 物 料 管 理東方有戲CHINESE NEW YEAR 1、所有活動(dòng)所需的物料，提前一天放置到指定位置，指派專54、人進(jìn)行看管2、派專人負(fù)責(zé)所有材料的運(yùn)輸與分發(fā)3、活動(dòng)結(jié)束后，辦理出場(chǎng)手續(xù)，及時(shí)拆除返庫(kù)并登記歸位到合理堆放狀態(tài)INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 活 動(dòng) 培 訓(xùn) 管 理東方有戲CHINESE NEW YEAR 1.活55、動(dòng)項(xiàng)目組相關(guān)人員同步活動(dòng)進(jìn)度，確保活動(dòng)執(zhí)行的一致性。2.活動(dòng)執(zhí)行各環(huán)節(jié)安排第一責(zé)任人，負(fù)責(zé)活動(dòng)彩排、走位，現(xiàn)場(chǎng)執(zhí)行等工作。3.活動(dòng)前對(duì)項(xiàng)目組人員進(jìn)行標(biāo)準(zhǔn)化的培訓(xùn)。INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E 活 動(dòng) 攝 像 管56、 理東方有戲CHINESE NEW YEAR 1.邀請(qǐng)專業(yè)的攝影師及攝像師到場(chǎng)2.專業(yè)設(shè)備及后期剪輯，保證效果3.對(duì)活動(dòng)照片進(jìn)行質(zhì)量篩選，分類存檔4.對(duì)活動(dòng)素材整理剪輯為活動(dòng)出街視頻以及花絮視頻，用于活動(dòng)后期發(fā)酵。INTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARINTANGIBLECULTURALHERITAGECELEBRATESTHECHINESENEWYEARI N T A N G I B L E C U L T U R A L H E R I T A G E I N T A N G I B L E C U L T U R A L H E R I T A G E INTANGIBLE CULTURAL HERITAGE方有戲過(guò)非年?yáng)|2 20 02 25 5遺大廟趣游園年趣非遺非遺市集非遺大戲